Business strategy at times of crisis: leveraging core competencies to sustain competitive advantage

Shaike Marom and Robert N. Lussier

International Journal of Business Environment, 2021, vol. 12, issue 4, 321-337

Abstract: How can business strategy be used to maintain a sustainable competitive advantage during a major crisis using dynamic capabilities? Business strategy and sustainable competitive advantage changes implementing dynamic capabilities are the drivers of company success during a crisis, without such changes a company will lose its competitive advantage and may not survive the crisis. This article methodology is a descriptive applied research analysis empirical investigation of how MNC executives used their core competencies in novel approaches towards fighting against the COVID-19 pandemic combining social relief together with strategic moves aimed at strengthening their core competencies.

Keywords: business strategy; competitive advantage; core competencies; dynamic capabilities; sustainable competitive advantage; multinational corporations; business environment; external environment; crisis situation; COVID-19. (search for similar items in EconPapers)
Date: 2021
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